H&M and Zalando - most effective ad campaigns

Last week, the most effective ad videos were fashion-related. Discover the campaigns that collectively reached over 5 million viewers.

H&M leads with recycling campaign

First place in last week's video market went to H&M’s social-branding campaign. Its reach was 3.9 million viewers. The ad, enhanced with a song by MIA, promotes H&M's recycling week. The spot led the rankings from the start, ultimately outperforming other clips by several times.

As stated by Marta Sułkiewicz from Gemius: "Daily reach exceeding 1.5 million users is an exceptional result — and it’s important to note it was achieved almost exclusively through exposure on WP.pl — the video player was embedded on the webmail login page, accompanied by an overlay. In total, the campaign reached nearly 4 million users throughout the week, with ads running Monday through Sunday, accumulating a total of 22.6 million views".

youtube.com/watch

Zalando and Beyonce in second place

Second place was also claimed by a fashion-related campaign — this time, from the e-commerce sector.
It was Zalando, launching its second ad campaign of the spring. The ads were primarily broadcast on YouTube.com and Player.pl. This time, the company promoted its women’s sportswear collection Ivy Park, advertised by Beyoncé. Its last-week results: 1.8 million users and 3.5 million views.

H&M and Zalando ad campaigns top the rankings

youtube.com/watch

What do you think of these campaigns?

Summary

Last week, fashion-focused video campaigns delivered the largest audience reach in Poland, collectively attracting over 5 million viewers. Leading the pack was H&M’s social-branding initiative promoting its recycling week, backed by a song by MIA — the ad reached 3.9 million users with 22.6 million views.

Second place went to Zalando, which promoted its women’s sportswear collection Ivy Park with Beyoncé as the campaign ambassador. Ads aired on YouTube.com and Player.pl gathered 1.8 million users and 3.5 million views.